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North American Special Session: Insights to Inform Marketing Efforts within State Fish and Wildlife Agencies

December 2016 Edition | Volume 70, Issue 12

Published since 1946

North American Special Session: Insights to Inform Marketing Efforts within State Fish and Wildlife Agencies

Over the past decade, state fish and wildlife agencies have seen opinion shift on the value and importance of marketing. Originally considered a luxury or something state agencies don?t do, now state agencies are turning to marketing experts to implement strategies and utilize today?s technology, to understand customer behaviors and motivations, and to help their work be more relevant to an ever-changing public. Insights to Inform Marketing Efforts within State Fish and Wildlife Agencies, one of four concurrent special sessions at the 82nd North American Wildlife and Natural Resources Conference, will provide examples of what has worked for several state agencies and lessons learned for future improvement.

Still frame of Pure Michigan Hunt Marketing Video

Marketing ? when it?s done correctly ? is an art and a science driven by research and metrics. Understanding customers? interpretation of messages and actions is key to implementing successful marketing strategies. The language and channels used can shape perceptions of the work state fish and wildlife agencies do and influence attitudes and behaviors. We hold and manage resources in public trust for our citizens and now, more than ever, it is important that they understand our ?products? and the value they bring to everyone.

Many state agencies have implemented successful marketing approaches. During the Insights to Inform Marketing Efforts within State Fish and Wildlife Agencies session, marketing experts will relay their experiences with enhanced marketing efforts for state fish and wildlife conservation programs. Jenifer Wisniewski, Marketing and Communications Manager for the Georgia Wildlife Resources Division, will discuss how they used digital marketing strategies to successfully retain and reactivate anglers and hunters and generate revenue for their agency. Joanie Straub, Missouri Department of Conservation?s Outreach and Education Division Chief, will share insights from their targeted campaign to drive visitors to the Potter Valley Nature Center and lessons learned from their marketing efforts. A team from Michigan-based Gud Marketing will share how they developed a marketing campaign for the Michigan Department of Natural Resources to educate people in Michigan who do not hunt and fish about the value of hunting and fishing in the state. And Peter Vernie, Licensing Divisional Manager from Washington Department of Fish and Wildlife, will talk about how their efforts in partnering with and marketing through their license retailers are increasing revenue.

Insights to Inform Marketing Efforts within State Fish and Wildlife Agencies is co-chaired by Kristin Phillips, Chief of Marketing and Outreach at the Michigan Department of Natural Resources and Stephanie Hussey, State R3 Program Director for the Recreational Boating and Fishing Foundation.

Learn more about the 82nd North American Wildlife and Natural Resources Conference.

Photo Credit
Michigan Department of Natural Resources
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December 14, 2016